Sarawak Tourism Board Showcases Sustainable Investment, Medical Tourism, and Cultural Diversity at Sarawak Mega Fair in Singapore

Monday, November 24, 2025

Singapore felt the tremor of excitement as the Sarawak Tourism Board stormed into the Suntec City Atrium Convention Centre with the sensational Sarawak Mega Fair 2025, a headline-grabbing spectacle crafted to push the boundaries of tourism, investment, and regional influence. This high-voltage showcase, staged alongside ITB Asia, did far more than display brochures and smiles. It unleashed Sarawak’s ambition to dominate Southeast Asia’s eco-tourism, medical tourism, and sustainable development arena, all while flaunting its deep cultural roots and rainforest legacy.

Backed by the Premier of Sarawak and a formidable line-up of cabinet ministers, agencies, and industry leaders, the event made one message painfully clear: Sarawak is not playing small. It wants the Singaporean market to look, listen, and leap toward the opportunities it offers. From rainforest conservation and responsible tourism to medical corridors and billion-ringgit investments, the Mega Fair positioned Sarawak as a rising powerhouse ready to challenge regional giants.

Sharzede Datu Hj Salleh Askor, the driving force behind the Sarawak Tourism Board, left no room for doubt. The fair was engineered not just to attract tourists, but to forge hard-hitting cross-border alliances, woo investors, and stamp Sarawak firmly onto the map as the gateway to Borneo. With sustainability as its backbone and cultural diversity as its heartbeat, Sarawak is shaping a future where nature, community, and economic growth move together with purpose and power.

The Sarawak Tourism Board (STB) took center stage in Singapore with the highly anticipated Sarawak Mega Fair 2025, held at the Suntec City Atrium Convention Centre in conjunction with ITB Asia. The event marked one of Sarawak’s most significant international showcases, reinforcing its commitment to sustainability, cultural preservation, and tourism-driven investments.

Leading the delegation was the Premier of Sarawak, accompanied by cabinet ministers, heads of government agencies, and industry partners, signaling the state’s unified approach to positioning Sarawak as a preferred eco-tourism, medical tourism, and investment destination in the region.

In an exclusive conversation with Travel and Tour World, Sharzede Datu Hj Salleh Askor, Chief Executive Officer of the Sarawak Tourism Board, emphasized that the Sarawak Mega Fair serves as more than just a tourism exhibition, it is a strategic platform to strengthen cross-border partnerships and raise awareness of Sarawak’s unique offerings.

“Our objective is to introduce and showcase Sarawak to the Singaporean market. We want investors and travelers to understand who we are, what we stand for, and the opportunities they can explore,” said Sharzede. “The presence of our Premier and cabinet members reflects our commitment to sustainable tourism, quality investments, and high-value visitor experiences.”

Promoting Sustainable and Medical Tourism
Sustainability remains at the heart of Sarawak’s tourism blueprint. With over 62% of the state covered by rainforest, its natural resources form the foundation of eco-tourism and cultural tourism initiatives. Sharzede highlighted that every development, from infrastructure to events, aligns with the Post-COVID Development Strategy (PCDS) 2030, emphasizing the balance between economic growth and environmental protection.

“Sarawak is not about mass tourism. We focus on meaningful tourism that creates understanding, respect, and sustainability. Our tourism is designed to benefit communities and preserve nature,” she shared.

Medical tourism is also a growing priority. Sarawak currently has five hospitals, with plans to build three more private medical facilities, catering to regional patients seeking high-quality, convenient, and affordable healthcare.

Sarawak Mega Fair: A Gateway for Investment
The Mega Fair provided a one-stop platform for B2B and B2C engagement, bringing together tourism operators, hoteliers, and community enterprises to meet potential investors and travel partners from Singapore and the wider ASEAN region.

The event showcased eco-tourism experiences, heritage and culture, medical tourism, and new investment projects, including developments in Miri, Damai Peninsula, and Kuching. With new direct flights and enhanced air connectivity, particularly through Scoot’s upcoming daily flights to Kuching, the fair also aimed to strengthen travel links between Sarawak and Singapore.

Sharzede also emphasized the need for more branded international hotels. Currently, Sarawak hosts a few major international names, including Marriott, Pullman, Sheraton, and Hilton, but the state is actively seeking additional international hotel brands to attract high-value travelers.

“Singapore is a key market, and even the China market is catching up. With improved connectivity and world-class hospitality options, we aim to encourage travelers to experience Sarawak fully, its rainforest, culture, and unique lifestyle,” Sharzede added.

Celebrating Culture and the Rainforest Legacy
Sarawak’s vibrant cultural landscape, home to 34 ethnic groups, was a central highlight of the Mega Fair. Performances and exhibitions reflected the state’s diversity and commitment to cultural preservation.

The Rainforest World Music Festival (RWMF) took center stage as a symbol of Sarawak’s creative and sustainable approach to tourism.

“Rainforest is more than a music festival; it’s a platform for environmental and youth education. Every ticket purchased contributes to tree planting and programs like the Rainforest Youth Summit,” Sharzede explained.

Empowering Communities through Digital Transformation
As part of its sustainable tourism strategy, STB collaborates with PATA and other global partners to upskill local tourism players using AI and digital marketing tools. Rural communities, particularly women entrepreneurs, are supported to participate in the tourism economy through online visibility, homestay packages, and local experiences.

“We empower communities at every level, ensuring inclusion and growth from rural homestays to city-based enterprises,” Sharzede said.

Vision 2030–2035: From Visibility to Conversion
Looking beyond the Sarawak Mega Fair, the state is focused on converting global visibility into tangible outcomes. Developments include expanding the Borneo Convention Centre Kuching (BCCK), supporting medical tourism with new private hospitals, and fostering partnerships for international hotel investments.

“Over the years, we’ve built awareness. Now it’s time for conversion, turning visibility into collaboration. Our mission is clear: to grow sustainably, inclusively, and meaningfully,” Sharzede concluded.

As Sarawak moves toward Visit Malaysia Year 2026 and Vision 2035, the state continues to establish itself as a model destination for sustainable tourism, medical tourism, and cultural heritage, where nature, culture, and communities coexist harmoniously, making it truly the gateway to Borneo.

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